“People tend to overuse any idea or concept that delivers an emotional kick.”

“The more we reduce the amount of information in an idea, the stickier it will be.”

“You don't have to speak monosyllables to be simple. What we mean by simple is finding the core of the idea.”

“We can't unlearn what we already know and there are only two ways to beat the curse, the first is not to learn anything, the second is to transform our ideas.”

“The first problem of communication is getting people's attention.”

“Plans are useful in the sense that they're proof that planning has taken place. The planning process forces people to think through the right issues. Bus as for the plans themselves they just don't work on the battle field”

“The company wants to sell you more shampoo, your friend doesn't, so she gets more trust points.”